Are social media users “online” with public libraries?

Talita Astori, Paulo Duarte*, Ricardo Gouveia Rodrigues, Vera Carlos

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


This study explores the relationship between social media usage, the use of public libraries, and reading habits. The data were collected using a questionnaire that evaluates the profile of public library users, the use of social media platforms, and reading habits. A total of 222 valid answers were obtained. The results show that only 33.5% of the respondents are regular users of public libraries. The findings suggest that using social media negatively influences being a public library user who spends more time in social media at the expense of reading and using libraries. Since the number of users is a performance indicator for libraries, increased social media use could threaten their survival. However, social media can be an opportunity to reach current users to stimulate non-users to visit and change reading habits.

Original languageEnglish
Title of host publicationMarketing and Smart Technologies - Proceedings of ICMarkTech 2021
EditorsJosé Luís Reis, Marc K. Peter, Ricardo Cayolla, Zorica Bogdanović
PublisherSpringer Science and Business Media Deutschland GmbH
Number of pages11
ISBN (Electronic)9789811692727
ISBN (Print)9789811692710
Publication statusPublished - 2022
Externally publishedYes
EventInternational Conference on Marketing and Technologies, ICMarkTech 2021 - La Laguna, Spain
Duration: 2 Dec 20214 Dec 2021

Publication series

NameSmart Innovation, Systems and Technologies
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026


ConferenceInternational Conference on Marketing and Technologies, ICMarkTech 2021
CityLa Laguna


  • Marketing strategy
  • Public libraries
  • Reading habits
  • Social media
  • Usage intensity


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